Reliance launches Xlerate an athleisure brand on its e-commerce platform Ajio

Reliance has launched Xlerate, an athleisure brand, on its e-commerce platform Ajio and roped in Hardik Pandya as its brand ambassador.
The brand will be offering all the sports-related equipment for fitness enthusiasts who seek style and comfort for their fitness journey, the company said.
Xlerate products will be available on Ajio business, a B2B e-commerce platforms.
“Xlerate is sure to delight the value-conscious consumer with its superior and affordable product offering. Our brand ambassador, Hardik Pandya, embodies its spirit of moving ahead in life undeterred by obstacles. The campaign “Don’t Brake, Xlerate” reflects the passion and enthusiasm of the youth, who pursue their goals with a never-say-die attitude. The brand caters to their requirements across the categories of sports shoes, sandals and apparel.” Akhilesh Prasad, President and CEO – Fashion and Lifestyle, Reliance Retail, said.
Commenting on his association with Xlerate, Hardik Pandya said: “I am pleased to associate with Xlerate. I think they have an extremely stylish and comfortable range of products. Their brand ideology, ‘Don’t brake, Xlerate’, resonates with my philosophy in life, to continue working hard with self-belief and intensity. I have always had a never-give-up attitude and it’s exciting to see that today’s youth also believes in the same outlook, which Xlerate also truly exemplifies. So, my message to the youth is – no matter what, don’t stop. Don’t brake, Xlerate.”

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